8Sided Blog

thoughts about music’s place in the 21st century

Less Radio, More Intention: Streaming at a Crossroads

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This Medium post from Motive Unknown’s Darren Hemmings is getting a lot of attention, and rightly so:

We are constantly being told by the likes of Spotify that they can enhance our music discovery. Algorithms and their own curated playlists should give us no end of music to enjoy. But the sheer volume, coupled with zero friction, results in the much-cited “paradox of choice”. Selecting anything is horribly hard, but equally, with zero friction in accessing it, no emotional investment is made and our own consumption becomes entirely shallow. […]

At every step of the way, streaming services are essentially gaslighting us that this ecosystem is an amazing new development. Just like Silicon Valley in general, there is this mindset that having everything available all the time is a good thing. It isn’t — and it is arguably damaging art and culture as a result. […]

In 2019, artists need meaningful patronage, not a speech about how they could get more streams. That patronage might come from merch or other means, but it should come from music too. As someone who makes his living from the music industry, it also occurred to me that frankly, I owe these people. Without them, I wouldn’t have this job that I love.

The author continues with an opinion that streaming is more of a replacement for radio — rather than for albums or fan-cherished media — than we realize. Like radio, most listeners approach streamed music passively and ephemerally — a song or artist listened to now is forgotten fifteen minutes later. Hemmings feels this is partly due to a lack of listener investment (the purchase of the music) as well as the psychological effect of a seemingly endless amount of content.

I still think that music fans can utilize streaming with intention, but it’s not effortless. Rather than clicking on playlists and random recommendations, listeners can seek out albums and new releases from trusted sources (reviews, online radio shows, friends). And once a great album is discovered, learning more about it and its artist is just a few clicks away. That said, requiring intention won’t easily convert casual listeners to die-hard fans, but the seductive nature of playlists and algorithmic recommendations is turning fans into more passive listeners. Intention used to be inherent in the medium. Gone are the days of merely perusing the CD or LP liner notes (or holding a curiosity-inspiring album cover) and digging further.

The comparison with radio may predict another inevitability: that streaming platforms will become more exclusive rather than aiming to contain every available musical recording. Just as you know to turn to a top 40 radio station to hear that format, or a jazz FM station for be-bop, or the local college station for freeform, esoteric selections, we may see a similar separation in streaming outlets. I believe this could be a good thing, and we’re seeing seeds in the Bandcamp model — that platform isn’t actively courting the new Taylor Swift single.

The ultimate model is for artists to create portals for music through their sites like Neil Young has done with his Archives project. If a fan wanted to hear the music first and in the best quality or format then the artist’s site could be the destination rather than that of a corporate third party. This also gives the artist freedom over presentation, to have ‘liner notes,’ videos, behind-the-scenes documentaries, and such featured alongside the music. The emphasis would be on fan-building as opposed to platform-building. One step further is for artists to be connected and networked, perhaps via an organization like Merlin, so music from similar bands are discovered through the artist’s portal.

There are still many possible directions for the future of the streaming industry. I know it feels like we’re at the end-point, that Spotify and Apple’s dominance and agenda-setting are the way things are and will be. But, as we’re learning with society’s now mainstream skepticism of social media, we’re still at the ‘figuring-it-all-out’ stage with digital media. Expect more than a few forks and unexpected crossroads along the way. And if an independent artist’s future is outside of Spotify — just as independents were rarely included on MTV or commercial radio — then it’s likely that artist will end up stronger for it.

🔗→ Music Streaming Services Are Gaslighting Us

Notice How TV Music Is Getting a Lot Cooler?

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In a recent piece, Noisey explores the rise of independent artists working on scores for television programs, such as Julia Holter‘s work on the UK Channel 4 show Pure. Music supervisor Jen Moss explains how the scoring landscape is now a bit more adventurous:

“Things like cable channels and streaming platforms are allowing for slightly more leftfield storytelling and non-traditional narratives and voices,” she explains. “The creatives behind them want to to extend that experimentation into the music as well. So what we’re getting now is a move away from all the orchestral traditional scores you used to tend to get, into soundscapes that are as artful and unique as the visuals they’re accompanying.”

I imagine another factor is that so much content is created now, with even more on the way as new streaming networks from the likes of Disney and Apple appear on the horizon. With all these shows, studios are going to unexpected (and lower budgeted) places to fill composer shoes.

But the odd tone of the article stood out to me:

The trend of indie artists scoring films is finally trickling down to TV. But while on the surface it might appear like a winning arrangement for both artists, TV creators and small screen bingers alike, underneath it reveals a darker truth about how indie musicians are increasingly being forced to diversify in a time of crushingly low streaming platform royalties railroading acts into exhausting cycles of touring.

Weird. Even before streaming, indie musicians would jump at the chance to score for TV. And I don’t think I’ve ever discussed goals with a songwriter or producer without ‘scoring a film or TV show’ coming up. Yes, diversification is essential for musicians in 2019 and non-stop touring sucks. But artists given opportunities to work on television is often considered a golden opportunity, despite streaming’s impact.

🔗→ TV’s ‘Golden Age’ Has an Extra Meaning for Indie Musicians

Streaming’s Song Disparity

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Buzzangle Music’s 2018 U.S. Music Industry Report has tongues wagging this week as there’s a lot of information to analyze and digest. Everyone agrees it shows a music industry in transition (though, when was it not in transition?) and growing financially. I may highlight other aspects of the report in future posts but, for now, let’s focus on this nugget via Rolling Stone:

The most popular 10 percent of songs accounted for 99 percent of all audio streams. … Flip that statistic around: 90 percent of streamable music is responsible for just one percent of actual streams.

That concentration was only a smidgeon less severe at the top of the distribution in 2018, according to BuzzAngle’s latest report. The top 500,000 most popular songs in 2017 accounted for 93.6 percent of all streams. The comparable number in 2018 fell the tiniest bit, to 92.4 percent of all streams.

Music Business Report takes a rosier view of these statistics:

The interesting bit: in 2017, the USA’s Top 500,000 tracks racked up 14.6-times as many audio streams as every other piece of music. In 2018, however, this multiple had fallen significantly, down to 12.2. Despite on-demand audio streaming’s overall volume growing by 41.8% in the US in 2018, the actual number of plays dedicated to the Top 50 tracks fell harshly – down by a pretty shocking 74.6%. […]

In other words (give or take a couple of billion streams): pretty much all of the growth in the US audio streaming market last year came outside the Top 500 tracks (aka outside the weekly Top 10 chart).

I suppose that could be interpreted as great news for independent labels though the popularity of back catalog on streaming platforms might cancel out some of the joy. But is this disparity really a consequence of streaming? Twenty years ago, I’m not sure if 10 percent of songs represented 99 percent of what was played on the radio, or sold in all record stores, but I bet the statistic was close. I’m not as alarmed by the statistic as some.

And if the disparity has indeed gotten worse, then that may also be representative of other factors than the platform. I’ve thought about this a lot, and I was pleased to see Rolling Stone hit the nail on the head with this easily overlooked sentence:

… the fact remains that the rampant inequality that has become pervasive in other aspects of American life is similarly acute in the streaming-verse.